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I n some ways, sports nutri-tion is a field that is still defining itself and how it relates to the masses. As

years go by and people be-come more interested in reach-ing their physical fitness goals, they begin to look to many places to find information and better educate themselves. In-formation or, more specifically, education is just one of the many factors involved in the evolution of the industry. Every company involved, regardless of what level, plays an instru-mental role in how the industry progresses. In the last two de-cades, one of these companies

has seen their influence and position in the industry grow considerably. Since 1991, when Max Muscle first began open-ing retail locations, the com-pany has emerged as one of the industry’s impact players, largely due to their commit-ment to education. The path to becoming one of the industry’s top businesses is not unlike many other top companies in other fields. Max Muscle Sports Nutrition was founded in 1991. “We began [by] opening our own retail stores,” explains Sean Greene, President of Max Muscle Sports Nutrition. Success wasn’t immediate, but

it was clear they were doing something to distinguish them-selves in the industry. Before long, they began licensing Max Muscle stores. From there, they branded themselves as “The Authority on Sports Nutrition.” In 2004, they took another monumental step in their de-velopment as a company when they sold off all of their corpo-rate locations and converted their business model to a fran-chise system currently boast-ing more than 130 stores with more than 20 more in develop-ment. “We learned that having our own stores was not condu-cive to building a strong and

dedicated franchise system,” relates Greene, who adds that they “wanted to focus [their] resources on supporting [their] franchisees.” By making this change, this gave them the opportunity to change every aspect of their business “from operations, inventory and sup-ply chain management, train-ing and education to customer service and field support.” Ul-timately, the greatest change coming from this switch to a franchise system was that it helped them to fully discover and take advantage of perhaps their greatest strength in the industry – education.

EDUCATION BUILDS MAX MUSCLESDiscovering the Key Ingredient to Max Muscle’s SuccessBy James Medeiros

44 insider summer 2008

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With their moniker being “The Authority on Sports Nutrition,” it should come as no surprise that education is arguably the most important component to Max Muscle’s success. More than anything else, it would appear that education is also what has separated them from most of their competition. “When a customer comes into a Max Muscle store, they are not just sold a supplement; they are educated on how to use the product, and, more importantly, how to get the best results,” explains Greene. “We educate our customers on exactly what they need to do and which products are best for them to achieve their health and fitness goals,” adds Greene. To accomplish this, Max Muscle developed a set of criteria to ensure that each of their potential franchises has the ability and knowl-edge necessary to efficient-ly serve their customers before they are ever even considered as a franchisee. Essentially, all potential franchises are required to go through a qualification process. “For every 400 applications we receive to open a Max Muscle fran-chise, only one franchise is awarded,” relates Greene.

Even after the franchise has been awarded, the franchi-see is still required to meet several other prerequisites before they are brought in to the corporate office for store training. “One of the most impor-tant prerequisites is the nutrition certification. Ev-ery single Max Muscle fran-

chisee becomes a Certified Fitness Nutrition Coach-through NESTA,” states Greene. The certification through NESTA (National Ex-ercise and Sports Trainers Association) ensures that each new franchisee has the same standard philoso-

phy and approach, as well as training and knowledge. It also ensures that each and every Max Muscle fran-chisee understands the vital importance of knowledge and education. According to Greene, “it doesn’t matter if a customer goes to a Max Muscle store in Missoula, Montana or Miami, Florida,

they are going to get the same in-store experience and direction in achieving their goals.” One example of Max Muscle’s commit-ment to simultaneously educating and helping cus-tomers achieve their goals comes right at the front of

each store in the MaxFor-mation Center areas where the trademark Max Meal Plans are created. These are customized nutrition plans crafted by Certified Fitness Nutrition Coaches that are designed specifically to suit the goals of each individual client they work with. For Max Muscle Sports Nu-trition, education is some-thing that is taken very se-riously by all levels of the company. After all, sports nutrition is a very fast paced industry. In an effort to keep their stores and their customers as up to date as possible, each store not only offers a monthly Max Sports & Fitness magazine for free, but Greene states that they have also added “several flat panel televi-sions throughout the store that play a fast-paced, en-tertaining DVD to educate our customers on in-store programs, products and services.” In any industry, those that don’t adapt quick enough run the risk of be-ing an afterthought, and the importance of being ahead of the curve was something that was not lost on the com-pany. Greene states that a few years ago, they realized that “product innovation was considered one of our weak-

“Not only are they guaranteed a quality product, they are guaranteed excellent customer service from a dedicated, passionate and caring Max Muscle franchisee,” states Sean Greene, President of Max Muscle Sports Nutrition.

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46 insider summer 2008

nesses.” With that in mind, they quickly searched for ways to correct that prob-lem. “We needed to improve product development but at the same time made it clear to our franchisees that we would never sacrifice Max Muscle’s integrity or val-ues,” explains Greene. To find the right balance, they turned to Dr. Phil Harvey to lead their Research and De-velopment team in the posi-tion of Chief Science Officer, a position he previously held with the National Nutritional Foods Association. “Dr. Har-vey was perfect for our cul-ture because he came from an educational background, teaching as a professor at several top universities,” explains Greene, as he reas-serts his company’s com-mitment to achieving suc-cess through education. The company has been happy with the results, citing that

Dr. Harvey “has developed several cutting edge and innovative products for the MMSN line that have really gotten the franchisees and our customers very excited about Max Muscle’s product offerings.” Perhaps the most impor-tant thing they’ve learned over their 17 years in the business is the importance of superior customer ser-vice. Without a loyal cus-tomer base, success is simply not possible for any business. Without putting in tireless work, combined with a courteous and in-formative flare, cultivating that loyal customer base is practically impossible. Unfortunately, in the rush to get the products on the shelf quickly and less ex-pensively, many companies lose sight of this fact and customer service is sacri-ficed. Greene observes this

happening in many places but insists that is not found at any Max Muscle location, adding that their “in-store experience exceeds [their] customers’ expectations.” He asserts that “in a mar-ketplace where customer service has become a lost art, we have focused our business model on embrac-ing our customer; serving their needs and helping them achieve their goals.” Of course, any time any customer steps into a Max Muscle store they can also expect to find themselves exposed to all the educa-tion they would like on any given sports nutrition topic. As Greene explains, this is further proof of Max Mus-cle’s commitment to “add-ing value to our customers’ in-store experience through education and superior cus-tomer service.” He adds that in his estimation, these ef-

forts are “what truly sets [Max Muscle] apart in an over-crowded industry of nutrition discounters.“ Therefore, it is easy to see exactly how education has become the instrumental force behind the success of Max Muscle through its 17 year history. Thanks to their relying on knowledge and education, their goal of hav-ing 250 stores by 2009 cer-tainly appears possible. It has been stated many times before that throughout life, we never stop learning. Max Muscle Sports Nutrition is not only testament to this fact, but also a shining ex-ample of the kind of suc-cess that is possible for those who take that lesson to heart. Max Muscle Sports Nutrition single-unit, multi-unit and Master Franchises are available now. If you are into health & fitness and enjoy helping others improve their lives, this is the perfect opportunity to turn your passion into your career. Learn more at www.maxmuscle.com or 888-MAX-MUSCLE.

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Max Muscle’s dynamic new store design features state of the art building materials and slick visual elements for maximum impact. MaxFormation Center serves as the focal point of the store to emphasize the custom nutrition plans offered by Max Muscle Certified Fitness Nutrition Coaches. The front counter is flanked by a large flat panel television displaying a fast paced in-store DVD featuring all of the in-store programs, products and services offered by Max Muscle.

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